Saab question: Do Chinese investors damage the brand image?

Saab plant Trollhättan
Saab plant Trollhättan
Geely, the investor, has climbed up at its big neighbor Volvo in Gothenburg. The brand is doing well, the order books are full. At Saab, Pang Da wants to become a major shareholder and another partner from China will join the company in the foreseeable future. Are middle-class partners and owners good for the brand, or do Chinese shareholders damage the brand image?

The Nuremberg Market Research Institute Pulse has investigated this question:

China is expanding its economic influence in the automotive industry. The experts are currently speculating on whether and when the Chinese car retailer Pang Da joins Saab. At the same time, Volvo Cars announces rising sales and profits just over a year after its sale to the Chinese automaker Geely. In addition, plans were announced that the cars should be built in China from the year 2013. What impact do such acquisitions have on the brand image of the affected automaker? What effects on the willingness of German car buyers to buy?

The Nuremberg market research institute Puls has recently investigated this question in a survey of 1 000 car buyers. The study shows the following results: Chinese takeovers lead to image losses in the respective car brand. 57 percent of German car buyers are of the opinion that a takeover by a Chinese investor has a negative image effect on the affected brand. In particular, this applies to older car buyers and target groups with above-average income.

Furthermore, 48 percent of car buyers believed that such acquisitions have a negative impact on the brand's willingness to buy. The reason for this critical assessment is likely to be the loss of vehicle quality associated with the acquisition, which 40 percent of respondents fear. "China needs to invest in a better quality image over the next few years. That means putting good words into action, "says Niklas Haupt, Partner at Puls Marktforschung. In particular, the Germans would set a high bar for this purpose.

Do Saab drivers see the situation as much as the market researchers? Are we open for the Chinese entry into Trollhättan and welcome the new shareholders. Or does it matter where the shareholders come from, only the product has to be convincing? Vote:

Question: Does the entry of a Chinese investor damage the image of Saab?

  • No, the Scandinavian image is strong enough. (46% 102 Votes)
  • I do not care if Saab builds good cars. (38% 84 Votes)
  • Yes, the entry is not good for the brand image. (17% 37 Votes)

Total Voters: 223

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